Campaigning for Commitment

Marketers ask for pledges as part of cause-related promotions
Implications - Non-profit charities and organizations typically ask for consumer commitment through pledges and donations, and now for-profit brands are doing the same. Companies are using oath-based campaigns as part of their cause marketing initiatives -- which are becoming almost a requirement of any marketing plan -- to elicit promises from consumers to undertake socially or environmentally beneficial activities. In addition to doing good, these pledges also place accountability among participants, creating an interactive element with the campaign that may build brand loyalty.
SCORE: 3.6
Mild Top 4 Examples: 6,140 Total Clicks Jul 12 - Aug 12
Popularity
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DEMOGRAPHICS
Anti-SMS Driving Campaigns - AT&T 'No Text on Board' Pledge Asks You to Stop Texting and Driving
SCORE: 5.2
Warm 2,353 Clicks Pub: Aug 17, 12
Anti-SMS Driving Campaigns
AT&T 'No Text on Board' Pledge Asks You to Stop Texting and Driving
Although most people understand that texting while driving is dangerous, according to statistics from the AT&T ‘No Text on Board’ campaign, a whopping 75 percent of teenagers say... [More]
Interactive Cover Photos - Unilever Engages Eco-Minded Fans With Interactive Facebook Timeline
SCORE: 4.3
Mild 1,366 Clicks Pub: Aug 24, 12
Interactive Cover Photos
Unilever Engages Eco-Minded Fans With Interactive Facebook Timeline
Unilever has launched a campaign that involves an interactive cover photo on its Facebook Timeline. Part of the brand’s continued commitment to sustainable business, the campaign encourages... [More]
Eco-Promoting Condiments (UPDATE) - Heinz Ketchup 'Join the Growing Movement' Encourages Eco Living
SCORE: 3.7
Untested 1,634 Clicks Pub: Jul 18, 12
Eco-Promoting Condiments (UPDATE)
Heinz Ketchup 'Join the Growing Movement' Encourages Eco Living
Heinz’s bottles now feature PlantBottle technology and are 100 percent recyclable, thanks to its partnership with Coca-Cola in 2011, and now the Heinz Ketchup ‘Join the Growing Movement&#... [More]
Beer-Branded Oaths - Take the Anheuser-Busch Pledge to Drink Responsibly
SCORE: 1.1
Untested 787 Clicks Pub: Jul 12, 12
Beer-Branded Oaths
Take the Anheuser-Busch Pledge to Drink Responsibly
Earlier this year Pernod Ricard created a Facebook pledge campaign encouraging Europeans to drink responsibly, and although that particular campaign was a flop (it received a measly 115 Facebook &#... [More]
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